Buyer Journey Mapping
Owner: Marketing Lead (Strategy), Content Manager
Purpose: Map content to buyer stages for right information at right time
The 5 Buyer Journey Stages (3-18 Months Total)
Stage 1: Awareness / Dream (0-3 Months)
Mindset: "We should probably remodel someday. What's possible?"
Questions: Design trends? DIY vs. hire? Is it worth it?
Content needs: Inspiration (before/afters, design trends), basic education, ROI content
Platforms: Pinterest, Instagram, blog
Owner: Content Manager (inspiration content), Video Producer (stunning portfolio)
Stage 2: Research / Education (3-6 Months)
Mindset: "We're serious. What do we need to know?"
Questions: How much? How long? What mistakes? Best materials?
Content needs: Big 5 content (pricing, problems, comparisons, process, reviews)
Platforms: Blog (SEO), YouTube, email
Owner: Content Manager (writing), Video Producer (educational videos)
Stage 3: Consideration / Active Shopping (6-9 Months)
Mindset: "Time to compare contractors and get estimates."
Questions: Which contractor to trust? How to compare? Who has best reviews?
Content needs: Comparison frameworks, differentiators, extensive proof, Assignment Selling content
Platforms: Website, email, CRM sequences
Owner: Content Manager (library organization), Sales Lead (Assignment Selling usage)
Stage 4: Decision / Evaluation (9-12 Months)
Mindset: "We have estimates. Who do we hire?"
Questions: Right choice? Worth the cost? Can I trust them?
Content needs: Trust signals, process transparency, proof of delivery, problem handling
Platforms: Direct email from Sales, website trust pages
Owner: Sales Lead (strategic content assignment), Content Manager (ensure content updated)
Stage 5: Post-Purchase / Advocacy (12+ Months)
Mindset: "Project signed/complete. How do we maintain? Who to refer?"
Questions: Preparation, what's happening, maintenance, referrals
Content needs: Prep guides, updates, maintenance, referral prompts, testimonial requests
Platforms: Email automation, in-person
Owner: Coordinator (automation), Video Producer (testimonial capture)
Content-to-Stage Quick Reference
| Stage | Content Focus | Key Metric |
|---|---|---|
| Awareness | Inspiration, education basics | Reach, shares |
| Research | Big 5 topics | Pageviews, time on page |
| Consideration | Assignment Selling, proof | Lead generation, engagement |
| Decision | Reassurance, process | Close rate |
| Advocacy | Support, referral prompts | Referrals, testimonials |
Assignment Selling Content Map
Pre-Discovery: Bio video, what to expect video, pricing guide, reviews
Pre-Estimate: Case study similar to their project, process deep-dive
Pre-Contract: Testimonial, how we handle issues, timeline guide
See: Assignment Selling for full framework
Quarterly Content Audit
Review coverage by stage — identify gaps, prioritize filling weak stages.
Review coverage by stage — identify gaps, prioritize filling weak stages.
Learn More
- Read: Answering Hard Questions (Big 5)
- Read: Assignment Selling
- Resource: Marcus Sheridan's Endless Customers
Create content for every stage, never lose prospects to competitors who only market to "ready to buy now" buyers.